In This Manual
- 01Changing Your Availability
- 02How the Funnel Works
- 03The Two-Call System
- 04Managing Appointments & Contacts
- 05Post-Call Form: Initial Interview
- 06Post-Call Form: Call or Pay
- 07The Licensing Pipeline
- 08Two More Forms
- 09Assign a Pipeline Manager
- 10Automated Recovery Workflows
- 11The Dashboard
- 12What We Need From You
Changing Your Availability
You have two calendars — Initial Interview (30 min) and Call Over Pay (45 min), both Round Robin. Both need availability set independently, and you'll likely revisit this as your schedule or team changes.
To update either calendar's hours:
- Go to Settings › Calendars › Calendar Settings.
- Click the pencil icon next to the calendar you want to edit.
- In the left sidebar of the edit screen, click Availability.
- Click on yourself under Team Member availability, then Select a Schedule › Work Hours › Edit.
- Choose Customized Schedule for this calendar only.
- Set one day with your desired time window (4–6 hour minimum recommended), click OK.
- Use the copy icon and Copy to All to apply that window to every day, then remove any days you don't want.
- Click Save.
Booking Rules (same left sidebar, below Availability):
- Minimum Scheduling Notice — how much lead time is required before someone can book. We recommend 3–6 hours so you have time to react, not 1 hour.
- Date Range — how far out someone can book. For the Initial Interview specifically, keep this short (max ~3 days out) — the further out someone books, the worse your show rate gets.
How the Funnel Works
Your funnel runs in this order:
- Headline + VSL video — the prospect watches your video sales letter.
- Typeform application — they answer qualifying questions. Typeform has conditional logic built in: if their answers don't meet our qualification criteria, they are not shown a booking option at all.
- Booking widget (Initial Interview) — only qualified applicants see this and can book directly onto your calendar.
- Confirmation page — after booking, they land on a page with FAQ videos that walk them through the job opportunity in more depth, so they show up already understanding what they're getting into.
Before, between, and after each call, the system also sends automated pre-call SMS and emails to confirm the appointment, and the Zoom link is sent automatically once your Zoom is connected to the calendar.
The Two-Call System
We intentionally run two separate calls instead of one — this is one of the most important structural decisions in the whole system.
Initial Interview
The first call. Any applicant who qualifies via the Typeform can book this directly. Its purpose is to filter out low-intent people: you get them talking, have them elaborate on their application answers, and get a read on who you're actually dealing with.
Call Over Pay
The second call. This is only booked if, after the Initial Interview, both you and the applicant think it's a real fit. This is where you cover financials and the actual path to getting licensed.
If you cover everything (interview + financials + licensing) in a single call, you get a lot of people who sound highly motivated in the moment, agree to everything, and then simply ghost once it's time to actually do the work of getting licensed.
Splitting the process into two calls adds a small amount of artificial friction: instead of closing everything on the spot, you tell them something like "I've got a few more applicants to talk to, let me get back to you" and then follow up to schedule the Call Over Pay. That gap is what filters for people who are actually going to follow through, versus people who just say yes to whatever is in front of them.
Even when someone seems very ready to move forward on the Initial Interview, still book a second call (the next day is fine) rather than trying to close everything in one sitting.
Managing Appointments & Contacts
Viewing appointments
You can see all upcoming appointments in the GHL calendar interface (filter to yourself, or view all calendars). The same appointments also sync to your connected Google Calendar. On top of that, you get an SMS notification as soon as someone books, another 1 hour before the call, and another 5 minutes before.
Reviewing a lead before the call
Each contact's record includes their full Typeform answers. Use this to pre-screen: if something in their answers is a dealbreaker, you don't need to wait for the call to know.
Invalidating an appointment
If you decide, based on their answers, that someone shouldn't take the call at all, click their appointment in the calendar interface, scroll to the bottom, and set the status to Invalid.
Post-Call Form: Initial Interview
Sites › Forms › Life Insurance folder › Post Call Form (Initial Interview)
Always fill in the exact first name, last name, and email of the contact already in the CRM (the person who booked the call). This form updates the existing contact — it does not create a new one. If the details don't match exactly, you risk creating a duplicate contact instead of updating the real one.
Call Result (Initial Interview)
- Booked Call Over Pay — the ultimate goal. Qualified, interested, second call booked.
- Showed Initial Interview (No Call Over Pay Booked) — they showed up, but some objection or misalignment meant no second call.
- Disqualified After Interview — you decided, based on the call itself, not to move forward.
- No-Show Initial Interview — they simply didn't show up.
- Interview Cancelled by Lead — they canceled before the call happened.
- Interview Cancelled by Us (Internally) — you canceled/disqualified them before the call, based on their application answers (this pairs with Invalidate in Section 4).
Additional fields
- Notes? (Explain In Detail) — free text.
- Why haven't they been booked for a Call Over Pay? — Partner/Spouse, Timing, Fear/Uncertainty, or Other (with a follow-up text field if Other).
- Why did you invalidate/cancel the lead? — used with "Interview Cancelled by Us," e.g. "They were unqualified."
- Fathom recording link — effectively mandatory. Always run the Fathom notetaker on your recruiting calls and paste the recording link at the bottom of the form. This lets recordings later be mass-analyzed for patterns.
- Recontacting — if the lead needs a follow-up at a specific date/time, log it here along with what it's for, so whoever reaches back out has full context. (Still being built out further.)
Post-Call Form: Call Over Pay
Sites › Forms › Life Insurance folder › Post Call Form (Call Over Pay)
Same contact-matching rule as Section 5: exact first name, last name, email already in the CRM.
Call Result (Call Over Pay)
- Signed Rep — the ultimate goal. They're in.
- Showed Call Over Pay (Not Signed) — some objection came up.
- No-Show Call Over Pay — they didn't show up.
- Call Over Pay Cancelled by Lead — rare (they already showed interest), but log it if it happens.
After selecting a result, update their Update Application Stage. Most people who haven't worked in life insurance before will move to Pre-Licensing. Some may already be further along and should be moved to the appropriate later stage instead.
- Why haven't they committed to the position? (COP) — Partner/Spouse, Timing, Fear/Uncertainty, or Other.
- Notes? (Explain In Detail) (COP) — free text.
- Same Fathom recording link and Recontacting fields as the Initial Interview form.
The Licensing Pipeline
Opportunities › 2.0 Licensing Pipeline
This pipeline tracks every recruit from Pre-Licensing through to their first deal.
Stage moves happen exclusively through form submissions — the two Post-Call Forms above, plus the two forms in Section 8. Each time a contact moves into a new stage, an automated email fires with training/onboarding content relevant to that stage, so people move through the pipeline as fast as possible.
Full stage list
A separate Hiring pipeline exists alongside this one for the earlier recruiting stages, and works the same way.
Two More Forms
a) Start Licensing Process ("Skip the Line")
Use this when someone enters your pipeline outside the normal Typeform-to-call flow (e.g. a direct referral) but you still want them tracked in the system and receiving the same stage-by-stage emails. Since there was no call, there's no Post-Call Form to submit — this form is the substitute entry point.
Fields: First Name, Last Name, Email, Phone, Who is their manager?, and Update Application Stage. Set their stage to wherever they actually are in the process.
b) Update License Pipeline (client-facing)
This form is included in every stage-progression email sent to the recruit themselves. It lets them self-report their own progress (e.g. confirming they passed their exam) without you having to manually check in and update it for them.
Recruits occasionally select the wrong option and accidentally jump themselves to the wrong stage. If that happens, correct it using either the Skip the Line form or the Update License Pipeline form (never drag and drop) to move them back to where they actually are.
Assign a Pipeline Manager
Someone on your team should own the Licensing pipeline full time: calling people as they move through each stage, verifying self-reported updates are actually accurate, and catching/fixing mistakes (see the caution above). The automation handles moving people and sending emails, but it doesn't verify reality — that's the pipeline manager's job.
Automated Recovery Workflows
Three recovery sequences run automatically in the background:
- Cancellation sequence — re-engages people who canceled their own appointment.
- No-show sequence — nurtures people who didn't show up back onto the calendar.
- Qualified, Did Not Book sequence — nurtures applicants who qualified via Typeform but never booked a call in the first place.
These only work if the two Post-Call Forms are submitted accurately and promptly — the CRM has no way to know a call was a no-show or a cancellation unless you tell it. Submitting these forms after every single call (or non-call) is the single most important recurring habit in this whole system.
The Dashboard
You have a custom-built dashboard tracking your full recruiting pipeline: how many people from each stage actually convert, whether the leads coming through match the quality you want (useful for catching if your content/messaging is attracting the wrong type of applicant), and recontact-overdue flags pulled from the recontacting fields in Sections 5–6. Check it daily, the same way you'd check a sales pipeline.
What We Need From You
- Training and onboarding resources — any existing material that helps a new recruit get through pre-licensing and the state exam (PDFs, Loom walkthroughs, guides). Send whatever you already have and we'll format it for the stage emails in Section 7. The speed of your onboarding process is one of the biggest drivers of how good your recruiting funnel performs overall, so the more complete this is, the better.
- Testimonials — 3–5 short videos from people already in your organization, ideally spanning a range (e.g. one standout earner, one solid mid-range earner, one newer/entry-level earner) so applicants coming through the funnel can see themselves in at least one of them. Record these either in person on camera, or over a native Zoom recording (not Fathom) sitting side by side and asking normal questions. Send the raw footage over and we'll get it edited.